Creative Direction - Influencer Campaign - Launch Event - 2025
In this project, I led a multi-phased launch campaign focused on bridging the gap between global brand heritage and a young,
digital-first audience on Terminal X.
Through brand research, I distilled Kiehl's diverse aesthetic into a cohesive "Urban Clean" language and designed three key creative solutions: a personalized influencer seeding kit that fostered social interaction, a series of AI-generated assets to enhance brand relatability, and a curated launch event that transformed skincare into an immersive lifestyle experience.
THE MISSION & CHALLENGE
Creating a cohesive brand landing in a fragmented visual landscape.
The mission was to spearhead the creative launch of Kiehl’s on Terminal X, establishing the legendary New York brand as a must-have for a young, trend-conscious audience. The objective was to generate high-impact social buzz that felt authentic, personal, and premium.
Bridge the Visual Gap:
Kiehl’s global identity oscillates between clinical apothecary and gritty NYC street art. I needed to synthesize these into a single, "Urban Clean" language that felt native to the Terminal X ecosystem.
Enable Personalization:
Skincare is deeply individual.
The challenge was to translate this core value into a physical experience where the user, not just the brand, becomes the creator.
Drive Social Engagement: Transforming a standard product delivery into a collaborative activity that influencers would feel compelled to document and share.
THE STRATEGIC APPROACH
From Brand Research to Creative Alignment
Following a deep dive into Kiehl’s global brand identity and a series
of strategic meetings with the Terminal X team, I identified the need
for a bridge between the brand's professional apothecary roots
and a high-energy, urban lifestyle. I presented a solution that moved beyond traditional branding, turning the launch into a multi-sensory, collaborative experience.
By balancing Kiehl's heritage with a vibrant, interactive DIY spirit,
the proposed ecosystem transformed the consumer’s journey from
a passive observer to an active participant in the brand’s story.
PHASE 1:
THE INFLUENCER SEEDING & INTERACTIVE EXPERIENCE
Design, Engagement, and Marketing Impact
The first phase of the launch focused on a high-impact Influencer Seeding Kit, designed to spark organic conversation and social buzz.
The Creative Concept: To mirror the brand’s "custom-tailored" skincare philosophy, I designed a minimalist, high-end packaging system that functioned as a blank canvas. Each influencer received two kits—one for her and one for a "Bestie"—inviting them to engage in a shared creative activity.
Design & Interaction: I utilized AI-generated tools to create a custom sticker sheet, reimagining iconic brand elements (like "Mr. Bones") with a fresh, NYC-street-art aesthetic. These stickers allowed influencers to personalize their boxes, making each kit a unique piece of content.
Marketing Objective: The goal was to transform a standard PR delivery into a viral social moment. By integrating a curated Spotify playlist via QR codes, I created a 360-degree sensory experience that set the tone for the upcoming launch event.
Postcards
AI-generated custom sticker sheets
PHASE 2:
THE LAUNCH EVENT
A NYC EXPERIENCE
IN TEL AVIV
Translating Visual Language into a Multi-Sensory Brand World
The second phase of the launch brought the visual strategy into the physical realm. The objective was to create a boutique event that felt like a "New York escape," making Kiehl’s core pillars—science, nature, and sustainability—tangible, interactive, and highly shareable.
Anticipation (The Digital Teaser): The journey began with a digital "Save the Date" that mirrored the seeding kit's aesthetic, ensuring a seamless visual transition and building momentum among the influencers.
Materiality & Brand Values: To highlight Kiehl’s expertise in high-quality ingredients, I designed product displays that integrated fresh fruits and organic materials. Furthermore, we activated the brand’s Sustainability value by upcycling empty product bottles into bespoke flower vases—a subtle yet powerful nod to Kiehl's recycling mission.
Engagement & Activity: The event featured a curated healthy menu and a DIY workshop where guests created personalized keychains paired with Kiehl's products, providing a branded memento of the experience.
Marketing Impact: The event generated a massive wave of high-quality organic content. By creating an "Instagrammable" environment—from the botanical displays to the branded windows—the launch became the day's trending topic on social media, successfully positioning Kiehl's as a leading brand on the Terminal X platform.
Photowall
Posters
Atmosphere & Space Design: By selecting a trendy Tel Aviv cafe and pairing it with a live DJ set inspired by the NYC "Cafe Culture," we created an authentic urban vibe. The creative direction "took over" the space:
Window Branding: The custom-shaped stickers from the seeding kits were adapted into large-scale window decals, creating instant brand recognition.
Immersive Signage: I designed large-scale posters and photo backdrops that served as the perfect canvas for organic social media coverage.
THE IMPACT:
A HIGH-PROFILE BRAND LANDING
The Kiehl’s x Terminal X launch was more than just a brand introduction;
it was a comprehensive creative ecosystem that successfully bridged
the gap between global heritage and local digital trends.
By distilling a fragmented visual identity into a cohesive "Urban Clean" language, I transformed a standard product launch into an interactive,
multi-sensory journey. From the AI-powered personalization of the seeding kits to the immersive NYC-inspired event, every touchpoint was designed
to foster organic engagement and emotional connection. The result was
a high-impact market entry that solidified Kiehl’s presence on Israel's leading fashion platform, proving that when science meets street-art creativity,
the brand story becomes unforgettable.